Brand’s Cool Dimension Effect on Customer Satisfaction and Its Implication to Visual E-WoM

Erhan, Trihadi Pudiawan and Purnamaningsih, Purnamaningsih and Rizkalla, Nosica (2019) Brand’s Cool Dimension Effect on Customer Satisfaction and Its Implication to Visual E-WoM. Ultima Management : Jurnal Ilmu Manajemen, 6 (2). ISSN 2085-4587

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Abstract

As Word of Mouth (WOM) progress as one of the most potent marketing instruments, millennials are a vital contributor to the growth of eWOM. Considering how powerful eWOM is and the significance of millennials as the generation that derives the transformation of eWOM as the primary source of information for the customer, it is important to know the variables that drive millennial customers desire to provide information about product and service through their own social media account. This study then employed structural equation modeling to analyze the data. This study finds that out of the two, cool factors only hedonic cool is proven to have a positive and significant influence on customer satisfaction. The other finding is that active Visual eWOM activity of customer are positively influenced by customer satisfaction.

Item Type:	Article
Subjects:	000 Computer Science, Information and General Works > 020 Library and Information Sciences > 021 Library relationships (with archives, information centers, etc.) 100 Philosophy and Psychology > 100 Philosophy > 106 Organizations and management
Divisions:	Faculty of Business > Management
Depositing User:	Administrator UMN Library
Date Deposited:	05 Jun 2021 02:17
Last Modified:	12 Apr 2023 04:56
URI:	https://kc.umn.ac.id/id/eprint/15708

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